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Contents
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All profits from this book go to feeding chronically hungry children
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Praise from clients who have implemented the advice in this book
Foreword by Avinash Kaushik, Digital Marketing Evangelist, Google
Section 1: Why most web design is done wrong—and how to do it right, like the winners
Why this is the only book of its kind (and why it will transform your website, your business and your career, like it has ours)
Terminology and other details
Ulterior motives: Why we wrote this book
What you’ll get from each section
How we define conversion rate optimization (CRO)
(Few people appreciate) why CRO is the most important activity for your business—and your career
Reasons to start CRO now
Why doubling a website’s conversion rate is easier than it sounds
Choose your role models wisely: Take inspiration from this awe-inspiring story of how one of our clients went from zero to half a billion dollars
Why the world’s top websites are winning (and how yours can too)
Why you should avoid meek tweaking (and not just because it sounds creepy)
DiPS (Diagnose → Problem → Solution) thrashes meek tweaking
Section 2: Diagnosis. The ultimate guide to tools and techniques to understand how your website can be improved
A goldmine of techniques
Why it pays to understand your visitors
Techniques for low-traffic websites
Installing a tag manager (to help you activate and deactivate tags without having to speak with your IT department each time)
Diagnose by…using web analytics (to track where your visitors came from, and which links they clicked on)
Diagnose by…capturing easy-to-interpret click maps (to see exactly where visitors clicked—even if it wasn’t on a link)
Diagnose by…using session-recording tools (to see videos of visitors’ screens and more)
Diagnose by…using form-analytics software (to identify which of your form fields are causing trouble)
Diagnose by…using live chat (to let your visitors tell you what’s wrong with your pages)
Diagnose by…using cobrowsing (so your visitors can share their screens with you)
Diagnose by…using survey tools (to ask your visitors and customers whatever you want to know)
Diagnose by…using exit survey tools (to ask your visitors why they didn’t take action)
Diagnose by…using on-page survey tools (to ask questions at exactly the right moment)
Diagnose by…using a persistent “Give Feedback” button (to allow your visitors to report issues to you)
Diagnose by…using your website’s search tool (to discover what your visitors can’t otherwise find)
Diagnose by…using search engines (to be notified when people say things about you)
Interlude (ice creams not included): why it’s essential to empathize with your visitors
Diagnose by…using method marketing (become a customer so that you understand at least one customer deeply)
Diagnose by…using method marketing with offline competitors (because the offline world often has solved problems that the online world hasn’t)
Diagnose by…becoming a face-to-face salesperson (to learn how to sell the product)
Diagnose by…seeing how others describe it in writing (because their words are likely to reveal a lot)
Diagnose by…talking to a “VOC aggregator” (perhaps the fastest way to understand users)
Diagnose by…encouraging your visitors to phone you (so you can understand them better)
Diagnose by…creating—and then studying—a knowledge base of answers to your visitors’ questions (to manage the long tail of obstacles)
Diagnose by…running user tests (to see your pages’ shortcomings firsthand)
Diagnose by…using eye tracking (to identify where your visitors are looking)
Diagnose by…using pop-up surveys (to recruit participants for your user tests)
Measure your wins…using A/B testing (to test different versions of your webpages to see which is the best)
Know your market by…analyzing your competitors (to see what they have learned about their visitors)
Why each of the techniques for understanding your visitors is like a spotlight
Section 3: Problems and solutions. The most common reasons web visitors abandon—and proven, easy-to-implement fixes
The ingredients of a winning website
Winning websites…are written well: if visitors can’t understand your writing, here’s how to improve it
Winning websites…are user-friendly: if visitors struggle to use your website, here’s how to make it easy to use
Winning websites…give people what they want: here’s what to do if your website doesn’t satisfy your visitors’ needs
Winning websites…make the benefits clear: if your visitors aren’t persuaded of the benefits, here’s what to do
Winning websites…have irresistible offers: if people aren’t persuaded that your deal is great, here’s how to optimize it
Winning websites…are trustworthy: if visitors are wary, here’s how to make your website a powerhouse of credibility and proof
Winning websites…remove risk: how to use guarantees to remove visitors’ fear of commitment
Winning websites…are like water chutes: if your website doesn’t appeal to both early- and late-stage buyers, here’s how to design unbeatable multistep funnels
Winning websites…manage complexity: can your visitors not see the wood for the trees? Here’s an eight-step approach to managing complex sales
Winning websites…sail past the competition: if your visitors are choosing your competitors, here’s how to win
Winning websites…keep attention: if your visitors are forgetting about you, here’s how to make them keep coming back
Winning websites…get prompt action: if your visitors are taking their time, here’s how to get them to act immediately
Winning websites…thrive in an imperfect world: if parts of your sales funnel are outside of your control (and are terrible), here’s how to win regardless
Winning websites…have a huge lifetime customer value (LCV): how to identify opportunities to increase your LCV, the powerful conversion metric that people forget about
Section 4: See the power of CRO in action. A case study showing exactly how we grew a company at record-breaking speed
A useful case study in conversion: how we helped grow a company by 470% in a year
Now it’s your turn to win
Let’s keep in touch!
Acknowledgements
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